How SuperAwesome Built the World’s Biggest Kid Tech Platform with Co-founder Lee Veitch

Lee Veitch is the Co-Founder and Managing Director of SuperAwesome, the world’s leading kid-tech and youth marketing platform.

SuperAwesome powers billions of kid-safe digital transactions every month — helping brands like LEGO, Disney, and Nickelodeon connect with young audiences responsibly and safely.

Lee takes us behind the scenes of a remarkable 13-year journey — from the early days of fear, frustration, and opportunity, to scaling globally, being acquired by Epic Games, and then buying the business back to continue its mission independently.

In this episode we dive into:
 👶 Why the internet needed a safe space for kids — and how SuperAwesome built it
 📺 The shift from TV to digital — and how the youth ad economy evolved
 ⚖️ Balancing commercial success with mission and ethics
 💡 The strategic choice not to build a programmatic platform
 🧱 Lessons from the Epic Games acquisition and buyback
 🔐 How regulation like COPPA and GDPR-K shaped the company’s tech
 🌍 Using influence to drive global policy change
 🔥 Founder energy, culture, and why humour builds great teams

Lee also shares what’s next for SuperAwesome — from global expansion and M&A to building Awesome Intelligence, a new data platform that helps brands understand kids’ digital lives without compromising safety.

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Have a great day,
The Riding Unicorns team